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Industry News: 11/30

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How Twitter Could Create a More Diverse Board


Fortune asked Phil to provide his perspective and lessons learned on hiring female board members following news last week that Twitter – and newly hired CEO Jack Dorsey – will be looking to replace three board members who are expected to retire early next year. The piece positions Phil and Marketo as a thought leader and early driver of change with regard to diversity in tech and on corporate boards.

Visa marketing exec shares how innovation is transforming the payment space


Our latest edition of “Ask the CMO” features Lara Hood Balazs of Visa. Lara talks about Visa’s role as a technology company, the ability to innovate, and her unique approach to marketing organization structure.

Making the Switch to Personalization (attached)

CMO Magazine (ANZ)                           

Marketo customer Kate Haddad, Head of Digital at OneBigSwitch is featured prominently in CMO Mag’s 50th Anniversary edition talking about her success working with Marketo and our partners.

Marketers, don’t let shiny new tools distract you from your mission

SAP Hybris Blog (ANZ)

Belated coverage from the Economist research in SAP’s Hybris blog highlights the ANZ-specific findings of our Economist research, particularly that almost 40 percent of respondents to research of marketers in ANZ said they plan to increase investment in social marketing over the next few years. A quarter also said they would invest in mobile marketing, a few more in marketing analytics and almost the same were investing more in email marketing.

Last-minute tips for holiday marketing campaigns

Retail Dive

Marketing’s Vidya Chadaga was quoted in this piece as an “omnichannel engagement expert.” The coverage resulted from a webinar with our partner Custora.


AdRoll Drives the Average Platform Cost-Per-Click Down 35 Percent with Latest BidIQ Release

Press Release

Programmatic ad tech vendor and Marketo partner, AdRoll, claims the latest version of its BidIQ proprietary bidding algorithm, Chopin, is achieving a 35 per cent lower cost-per-click and a 39 per cent higher click-through ratio than its predecessor, Beethoven. The figures were recorded over the past four months.

Rocket Fuel Sets Industry Standard With People-Based Marketing as Default Setting Across Programmati...

Press Release

Marketo partner and programmatic ad tech company Rocketfuel said the people-based marketing standard will tap into its proprietary Moment Scoring technology, allowing advertisers to reach consumers across devices and across IDs within the same device, giving them the ability to drive multi-device exposure. It claimed this approach results in 31 per cent higher campaign performance on average.

Google Shows Offline Analytics Capabilities With Holiday Store Traffic Data

Marketing Land

Tied to Black Friday, this is the first time that Google is revealing offline analytics. Google’s report on foot traffic during the holiday season represents aggregated data from mobile users with location history turned on.


The Looming Implosion Of Sales/Marketing Automation Apps

Customer Think

Supporting the theory that the sales & marketing automation space industry is on the verge of consolidation, contributor David Brock says that over the next few years, 1000’s of vendors will disappear, not because their products weren’t useful products, but because their business models aren’t aligned with how and who uses the products.  More will pop up in their place, only to disappear a few years later.

How Data Will Transform B-to-B Marketing in 2016

Advertising Age

In a byline from the SVP of global media at Madison Logic, ABM, “laser-accurate” lead scoring, predictive, data-informed customer-centric content, and in-house B2B programmatic are highlighted as next year’s transformative B2B trends.

Hot List: The 24 Digital Brands, Startups and Games That Defined 2015


AdWeek presents staff and reader picks for the biggest digital players of 2015, highlighting everything from Snapchat to the Apple Watch to Tinder and Taco Bell (as a digital advertiser). This is strongly B2C, but provides some interesting food for thought.

The future of digital ads: Native and social set to spike


Althea Chang reports on the rise of native and social ads as a response to ad blocking technology. She culls stats from around the web, including eMarketer, Marketing Land, and the Interactive Advertising Bureau.

Does The Future of Email Marketing Live in The Cloud


Just over a third (38%) of companies across industries currently use their data archives for business analysis, according to a June IDC whitepaper. This number is likely higher for marketers, as an overwhelming majority (92%) of email marketers admitted to facing challenges in collecting email addresses in Experian’s 2015 Email Data Quality Report.